Newcastle Brown Ale has joined forces with 37 other brands for the Super Bowl, cramming them all into a tongue-cheek advert that pokes fun at the hype surrounding advertisers’ efforts to exploit the popular event.
Instead of shelling out millions of dollars on an ad for next month’s game, the brewer has ingeniously convinced 37 companies to share the cost. Billed as the first crowdfunded Super Bowl advert, Newcastle Brown’s the “Band of Brands” spot follows a couple around a house as they humorously call out each brand, plugging everything from Armstrong Flooring to Beanitos Chips, as logos flash on the screen.
The spot, created by Droga5, follows a recruitment drive that saw Parks and Recreation star Aubrey Plaza call on brands to commit to the project for a small contribution. “Instead of blowing Newcastle’s marketing budget, let’s team up to blow all of our marketing budgets together. That’s called teamwork,” Plaza says in the film.
Priscilla Flores Dohnert, brand director for Newcastle Brown Ale, said: "Not only did we create the world's first crowdfunded Big Game ad, but I'm pretty sure we just made the cheapest Big Game ad ever. By asking other brands to team up with our brand we are making a statement that Big Game advertising should be accessible to everyone, whether they can afford it or not."
The creative builds on last year’s Super Bowl stunt, which saw Hollywood star Anna Kendrick question her attractvieness in what it described as a “non-Super Bowl ad”.
The participating brands in the latest advert are: AmeriMerch.com, AprilUmbrellas.com, Armstrong Flooring and Ceilings, Beanitos Chips, Blettner Engineering, Boost Mobile, Brawny Paper Towels , Charisma, Detroit Beard Collective, District 78, Dixie, East End Leisure Co., Gladiator GarageWorks, Hello Products Oral Care, Hunt's Tomatoes, JackThreads, Jockey, Kern Group Security, Kibo Active + Leisure Wear, Krave Jerky, Las Vegas, Lee Jeans, Match.com, McClure's Pickles, Mr. Cheese O's, Polished Dental, Quilted Northern, Quinn Popcorn, Rosarita Beans, RO*TEL, Second Chance Custom, Sharper Image, Tessemae's All-Natural Dressings, The Ross Farm, Vanity Fair Napkins, YP.com and Zendure Batteries.